50 Youth Marketing Trends for 2009 Buzzwords, Insights and Quotes by Graham Brown of mobileYouth.org All 50 Version

#1 Attention is your biggest cost

#2 IVORY TOWER Let's get it into our heads that youth don't wake up thinking about our brands

#3 Ask yourself: "What is the social currency of my product ? "

#4 Marketing is no longer something you do to youth but something you do with them

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#5 DISPLACEMENT 15 years ago, youth spend on mobile was negligible. Where has the $250 billion come from? They certainly didn't print the money; they consciously chose to spend $20 a month less on other products. Now are they "users" or "consumers"?

#6 SERVICE: What am I if I am not here to serve my customers ?

#7 Awareness means nothing when was the last time you bought a Cadillac?

#8 ADVOCACY We're all struggling to get a handle on word of mouth but let me tell you your best customer advocates are all around you - your employees. Empower them to spread the word

#9 GATING The human brain only processes 5% of the information it "sees", the rest is filtered out. What makes your message worthy of that 5%?

#10 RELEVANCE today, being "good" is no longer good enough, you must be relevant

#11 patient youth marketing strategies will win-out. Focus on building a beachhead of passionate supporters who love your product

#12 FREE Price and “Free” are the main strengths of a service that does not understand its customers and of customers that do not understand the service

#13 INDUSTRIAL MARKETING Before we start fantasizing about mobile marketing to youth, remember this: A 6% success rate is also a 94% failure rate. Youth only have so much trust and attention to go round

these are the two timeless and culturally-independent requests youth have of your brand #14 DRIVERS can you help me belong? can you help me be significant?

#15 GENERATION ABXYZ I'm constantly amazed by 2 truths about mobile youth: 1) how youth today are the same as youth yesterday and 2) how we invest billions in trying to tell ourselves "this generation" is different

#16 END USERS If we refer to customers as "end users" what does this tell us about how we view their importance?

#17 Piracy is but a small drop in the ocean of threats to music industry revenues. Every year youth spend $250 billion on mobile - 8 times more than the entire recorded music industry. Now what did they not spend on to make that happen?

#18 Grass Roots Technology is but a small part in Apple's position as most trusted youth brand. We tend to overlook their Genius Group customer service and their K-12 marketing programmes that build grass roots fundamentalism

#19 Good youth marketing is focused on share of customer not share of market

#20 Legacy When my marketing campaigns end and the ad dollars run out – what is left? Are you propping up the market with campaigns or creating a legacy ?

#21 GLOBAL GROWTH Imagine a virgin market of new subscribers the size of the US every 2 years.

#22 CAMPAIGNS When people ask me “ how do we engage youth?”, my short answer is – kill your campaign and start creating something. Campaigns are increasingly ineffective because as soon as they're done youth forget about you

#23 Your young customers don't care that you know, unless they know that you care

#24 the next time you hear the words "it's all about fun, cool and personalization", pull the trigger...

#25 Brand Custodians Do you own or look after your youth brand for the customers ?

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END OF PART ONE TO BE CONTINUED...

If you enjoyed this presentation, feel free to tweet me your ideas and feedback @ GRAHAMDBROWN (twitter) and http://www.mobileYouth.org

“ The wonderful thing about mobile is its ability to generate $1 trillion a year without really knowing why their customers are buying” Graham Brown

#26 If you want their attention give something first

#27 Your biggest threat is not your competitor but your own organizational DNA . The 3M's – Metrics, Mission Statement and Marcomms conspire to unwind any youth marketing strategy you have by keeping things short-term .

#28 Only 27% of youth we surveyed said they “trusted” their operator.

#29 Successful youth brands have focused marketing not on awareness but on building sustainable grass roots support at the local and micro levels. Grass roots = Grass routes .

#30 Customer service is your best youth marketing strategy

#31 HARLEY EFFECT Why are youth important in 2009? Well consider this – the average Harley Davidson customer is aged 51. By 2030, it'll be 67 and so on. By focusing on high spend customers, a once legendary youth brand now faces the prospect of a dying market.

#32 Benchmarking never gave us the ipod, sony walkman or even the mobile phone. All came from someone's ability to employ uncommon sense - thinking that challenges the received wisdom asking " what if? "

#33 Is youth marketing in your company a mindset or a department ?

#34 Behavioral Platforms Take a look at Nike, Boost, Red Bull and Jones Soda. How are you providing the platform to support the future stars of the younger generation?

#35 Social Proof Enough saying, youth marketing is now about doing. Get out there into the community and prove you are worthy

#36 Customer Education? Customers don't need educating, we do

#37 Now we have the telecoms platform, the future will be about who can develop the best consumer insight. Insight is King

#38 We are moving from an era of looking for consumers for our products to looking for products for our consumers.

#39 Sell your Values Smart youth brands such as Red Bull , Boost Mobile , Orange and Jones Soda know that their values sell and are actively out there promoting unselfish causes. Youth identify with this and their rivals are slowly being marginalized .

#40 Charging models are not so important. He who has the eyeballs will figure it out

#41 Marketing in 2009: 10 years ago, marketing supported the organization Now, the organization's very existence is to support the marketing

#42 Phatic : the real value of mobile communication everything trivial has a social value

#43 Levi's Effect 20 years ago, Levi's owned the jeans market whereas today it languishes with less than 10% of the market at #7 in global sales . Being a youth icon means nothing if you are unable to maintain your relevance

#44 The Idea Cloud SMS, peer-to-peer file sharing, IM, music downloads, mobile music, Facebook and Myspace. Where would we be without all of these? That's why youth are important to your business – because they made each one possible

#45 Ferrari Effect 78% of youth surveyed were “interested” in owning a Ferrari. How many youth will be buying one next year? Beware the Ferrari affect. These stats highlight the futility in most focus group search.

#46 Niche time? Is this telecoms' dirty little secret? Have the 200,000 other youth products not yet discovered this gap in attention?

#47 Engagement You can't talk about “engagement” and “direct marketing” in the same breath – they are by definition contradictory

Whatever "customer centricity" or "listening" your marketing and PR guys are doing will be undone by the organization as long as you continue to uphold and reward short term metrics such as ARPU #48 What's measured gets done

#49 Trends Don't waste your efforts on the searching for the next great thing. It is the same as the last one - a product that delivered more social currency to youth than all of its rivals

#50 Lifestyle or Product? Red Bull will become the gold standard of youth marketing because it understands its business is “energy” not “energy drinks” just as mobile companies need to consider their business as the social fabric of youth not a mobile product

Cost of focus group $30,000. Insights: what you wanted to hear. Cost of hiring digital camera for day and going out onto street and talking to your customers $200. Insights: priceless

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